A constant in the life of marketers is the inevitable change in values and lifestyle among different age groups. There are decided differences among the Silent Generation (age 65+), Baby Boomers (age 47 to 64), Gen X (age 30 to 46) and Millenials (everyone else).
A pointed example of why it’s necessary to stay on top of lifestyle demographics is found in the just-released Cisco Connected World Technology Report. This report focused on college students and young professionals, seeking to understand how important a company’s social media policies are to this population:
The result: a whopping 40% of college students and 45% of young professionals would take a lower-paying job in return for more flexible workplace access to social media.
Looks like the Herzberg Two-Factor Theory of Motivation (positive motivating factors, and hygiene factors that become a negative when absent) has another entry under the list of carrots employers can use to attract employees.
It’s a good bet that we’ll start seeing online employment ads touting environments that not only allow, but encourage, the use of social media - all in return for a slightly lower salary.
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